35ACAPMAg (November 2011)

REGIONAL REVIEW:

CRystAL BROOk, sOuth AustRALIA

PROFILE

At the foot of the Flinders Ranges, sits the quaint country town of Crystal Brook.

Sitting close to the ‘Goyder’s Line’, which in 1865 indicated the limits of lands considered safe for agricultural development, Crystal Brook has the advantage of two climate systems. Temperate Mediterranean weather along the east, perfect for growing wheat, barley, peas and beans; cold semi-arid weather closer to the west/north-west, great for sheep and cattle.

Les Perry, founder of L H Perry & Sons Pty Ltd, took advantage of these perfect conditions when, on 20th September 1949, he signed his first agreement with Mobil. On a margin of a penny ha’penny, Les sold his first bulk gallon of fuel into a 500 gallon overhead tank; one that is still being filled today.

Distributor Profile: L H Perry & Sons Pty Ltd“It was a humbling moment when, on 10th October 2009, the company celebrated 60 years of operation by signing a new agreement with ExxonMobil,” said Rob Perry who, with his brother Phillip, is a joint Director of the family business.

The last 60 years have seen many opportunities, especially for growth, which the Perry family has taken

advantage of. The customer base is now quite diverse, a far cry from the original farming community around Crystal Brook.

“We now deliver to industry in Adelaide; horticulture at Virginia, the wine industry of the Barossa and Clare Regions, broad acre cropping throughout the Mid-North and Yorke Peninsular, and finally grazing in the Upper-North,” said Rob Perry.

On top of this industrial and primary producer base, the company has built a strong clientele in the trucking industry. They have also established a solid retail presence, which is managed by Phillip Perry, and own fourteen sites; four of which they operate.

One difficult phase in the growth of the business came recently, when ExxonMobil announced that they would be removing support from their branded-independent retail network. The Perry’s, who regard their relationship with ExxonMobil as a cornerstone of the business, debated long and hard about what actions they would take. The final decision was to take advantage of BP’s offer to brand their retail network, while keeping wholesale supply from ExxonMobil.

Whatever the opportunities, both Rob and Phillip believe their competitive advantage has always been their

relationships; with staff, customers, suppliers and the wider industry.

This commitment is shown in their loyalty, as seen in the relationship with their initial supplier ExxonMobil. Also in 1989, Les Perry was the South Australian State President of APADA. While as recently as 2007, Rob Perry was the APADA National President.

Though, it is the relationships with their staff and customers that they are most proud of. The business now has about forty employees; twelve in wholesale, eight in administration roles and the balance in retail.

“Our people are our success, with many staying with us until retirement,” said Rob.

“My proudest moment [at the 60 year celebrations] was to give a ceramic replica of Dad’s first truck to the current and retired employees that had achieved 10 years of service and above.”

About Crystal BrookNamed after a spring-fed creek nearby, the area was first named ‘Chrystal Brook’ by explorer Edward John Eyre in 1839. Many years later, William Younghusband and Peter Ferguson changed the spelling, by establishing a pastoral property by the name of ‘Crystal Brook Run’.

In 1852, Younghusband and Ferguson

sold this holding to the Bowman Brothers. Today, the old homestead is part of ‘Bowman Park’, situated on crown land held in trust by the Port Pirie Council. The Park also is home to a reptile centre, plus a walk¬through aviary and native plants and animals. There are also a number of walking trails and camping sites for visitors passing through or wishing to stay a while and make this most of the beautiful area.

The first two story building to ever be built in Crystal Brook has been converted to the National Trust ‘Old Bakehouse’ Museum, which holds displays of artefacts from the pioneering days as well as photographs and other memorabilia. The structure also has an underground baker’s oven, to demonstrate the buildings original purpose as a bakehouse.

Crystal Brook is part of the Port Pirie Regional Council. More information on the area can be found at www.piriehasitall.com.au

• Cherie Mildwater